Cognitive Structure: Humans naturally avoid complicated or confusing interfaces. If all headlines in a newspaper are the same size as the body text, they won’t seem inviting to read. The human brain is built to operate efficiently. However, human cognitive abilities often don’t reach their full potential. Any interface that goes against this instinct is likely to fail. No one enjoys taking tests every day, right? To increase sales in an online shopping mall, it’s important to provide an interface that requires minimal mental effort from consumers. To protect the environment, instead of setting “spoons or forks” as the default delivery option in a food delivery app, offering a choice to select separately can help reduce waste. To promote positive consumer behavior, create a comfortable environment; to discourage negative behavior, make the process complex and frustrating. - Joseph’s “just my thoughts”
Revealing all your attractiveness and skills at once is unwise. This principle is also relevant in business. In marketing, creating “waiting demand” can occur when a superior product model is announced in advance, pressuring customers to postpone their purchases. This phenomenon is known as the “Osborne Effect,” named after the Osborne Computer Company in England, which introduced an excessively innovative computer named Vixen and subsequently went bankrupt the following year because existing products could not be sold. Innovating and guiding your current customers is never a straightforward task. - Joseph’s “just my thoughts”